Manuel Jesús Sánchez González, Natalia López-Mosquera and Sergio Nieves-Pavón
This study aims to explore and evaluate how sociodemographic, psychographic and situational factors jointly determine the satisfaction and expenditure of sports tourists, two key…
Abstract
Purpose
This study aims to explore and evaluate how sociodemographic, psychographic and situational factors jointly determine the satisfaction and expenditure of sports tourists, two key variables for the sustainability and development of sport tourism.
Design/methodology/approach
To meet the objective of the study, structural equation modelling was applied to data collected through a face-to-face survey of 520 sports tourists practising outdoor sports in the Valle del Jerte region (Cáceres, Spain) during the months of March and April 2024.
Findings
The findings revealed that older and higher income tourists experienced higher levels of satisfaction with sporting activities. Specifically, young women with a high educational and economic level were found to have the highest expenditure in the sports destination. Furthermore, it was confirmed that authenticity, distance and water sports activities had a positive impact on visitor satisfaction, and that tourist expenditure was influenced by local connection and all sociodemographic and situational factors considered.
Originality/value
This analysis contributes to the sport tourism literature by combining factors of different typologies into a single model and by incorporating expenditure behaviour as a dependent variable and the type of sport activity variable as a situational factor affecting expenditure. This approach expands existing knowledge by providing a more comprehensive view of the effect of sociodemographic, psychographic and situational factors on sport tourism, allowing destination managers to design effective strategies that optimise the satisfaction and expenditure of sports tourists.
目的
本研究旨在探讨和评估社会人口、心理和情境因素如何共同决定体育游客的满意度和消费, 这是体育旅游可持续发展的两个关键变量。
设计/方法/途径
为实现研究目标, 我们采用结构方程模型(SEM)对 2024 年 3 月至 4 月期间在 Valle del Jerte 地区(西班牙卡塞雷斯)从事户外运动的 520 名体育游客进行了面对面调查。
研究结果
结果显示, 收入较高的老年游客对体育活动的满意度较高。特别是, 教育和经济水平较高的年轻女性在体育目的地的消费最高。此外, 研究还证实, 真实性、距离和水上运动活动对游客满意度有积极影响, 而游客消费则受当地关联性以及所有社会人口和情景因素的影响。
原创性/价值
这项分析将不同类型的因素整合到一个模型中, 并将消费行为作为因变量, 将体育活动类型作为影响消费的情景因素, 从而为体育旅游文献做出了贡献。这种方法能更全面地了解社会人口、心理和情境因素对体育旅游的影响, 从而扩展现有知识, 使目的地管理者能够设计有效的战略, 优化体育游客的满意度和消费。
Propósito
Este estudio busca explorar y evaluar cómo los factores sociodemográficos, psicográficos y situacionales determinan conjuntamente la satisfacción y el gasto de los turistas deportivos, dos variables clave para la sostenibilidad y el desarrollo del turismo deportivo.
Diseño/metodología/enfoque
Para cumplir con el objetivo del estudio, se aplicó un modelo de ecuaciones estructurales (SEM) a los datos recabados a través de una encuesta presencial a 520 turistas deportivos que practicaban deportes al aire libre en la comarca del Valle del Jerte (Cáceres, España) durante los meses de marzo y abril de 2024.
Conclusiones
Los resultados revelaron que los turistas de mayor edad y con ingresos más elevados experimentaban mayores niveles de satisfacción con las actividades deportivas. En concreto, se observó que las mujeres jóvenes con un nivel educativo y económico alto eran las que más gastaban en el destino deportivo. Además, se confirmó que la autenticidad, la distancia y las actividades deportivas acuáticas influían positivamente en la satisfacción de los visitantes y que el gasto de los turistas estaba influenciado por la conexión local y por todos los factores sociodemográficos y situacionales considerados.
Originalidad/valor
Este análisis contribuye a la literatura sobre turismo deportivo al combinar factores de diferentes tipologías en un único modelo y al incorporar el comportamiento de gasto como variable dependiente y la variable tipo de actividad deportiva como factor situacional que incide en el gasto. Este enfoque amplía el conocimiento existente al ofrecer una visión más completa del efecto de los factores sociodemográficos, psicográficos y situacionales en el turismo deportivo, lo que permite a los gestores de destinos diseñar estrategias eficaces que optimicen la satisfacción y el gasto de los turistas deportivos.
Details
Keywords
Inés Küster Boluda, Natalia Vila-Lopez, Elisabet Mora and Javier Casanoves-Boix
This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of…
Abstract
Purpose
This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social media content.
Design/methodology/approach
A total of 1,711,084 posts were collected for analysis, focusing on FIFA World Cup Qatar 2022, XLI Marathon Valencia Trinidad Alfonso 2022 and Davis Cup 2022, with a particular emphasis on the Spain brand. Through Atribus, diverse social media data were recovered and analyzed. Later, we recommended employing various metrics and ANOVAs to address the research questions. Additionally, we conducted a sentiment analysis.
Findings
The results show differences between (1) the use and relevance of social network platforms and events and (2) the content generated by different countries. The practical implications offer valuable insights for sports event organizers, destination managers and other stakeholders. The research implications suggest potential avenues for future research based on the observed patterns and behaviors in social media posts related to sports events and Brand Spain.
Originality/value
(1) Some papers have studied the role of sports events’ social media, ignoring the comparison among different social media platforms; (2) usually, previous literature has focused on a single event or sport and (3) although there is considerable research related to the strategic and operational Inés Küster Boluda Inés Küster Boluda role of social media, there is less systematic analysis related to the extent sports events use social media in general and in specific social media platforms and virtually nonexistent studies that employ index measurements.
研究目的
本研究擬分析就三個與西班牙品牌有關的國際體育賽事而言,體育社交媒體對一個國家的影響。俱體而言,本研究擬探討: (一) 、各體育賽事社交媒體平台的使用和其重要性,以及 (二) 、是哪些國家生成最多的社交媒體內容。
研究設計/方法/理念
研究人員收集共計1,711,084帖子以便進行分析;其焦點放在2022年卡塔爾世界盃 (即2022年國際足聯世界盃) ,2022年特尼利尼達阿方索馬拉松賽-瓦倫西亞 (XLI Marathon Valencia Trinidad Alfonso 2022) 和2022年台維斯盃;研究人員特別把重點放在西班牙品牌上。研究人員透過 Atribus 重新取得多種多樣的社交媒體數據,然後進行分析。之後,研究人員建議使用不同的度量和方差分析去處理各研究問題,以及進行了情感分析。
研究結果
研究結果顯示了以下兩者之差異:(一) 、社交網絡平台和比賽項目的使用和關聯,以及 (二) 、不同國家生成的內容。從這個研究發現,體育賽事的籌辦者、目的地管理人員和其它利益相關者,均會獲得寶貴的實務啟示;至於就未來學術研究的路向而言,學者和研究人員或許可觀察關於體育賽事和西班牙品牌的社交媒體帖子裡顯示的模式和行為,從而找到合適的研究路徑。
研究的原創性
本研究有以下的貢獻:(一) 、從前的研究多只探討關於體育賽事的社交媒體所扮演的角色,而忽略了要比較不同社交媒體平台的需要;(二) 、過去的文獻通常聚焦於單一的賽事或運動上;以及 (三) 、雖然探討關於社交媒體在戰略上和在操作上所扮演的角色的研究為數不少,但甚少研究、就體育賽事大體使用社交媒體的程度,或使用特定的社交媒體平台的程度進行分析和探討。再者,幾乎沒有學者或研究人員在有關的研究上使用指標測量法;就此三點而言,本研究可說填補了有關的研究空白。
Details
Keywords
Natalia Vila-Lopez and Inés Küster-Boluda
The basis of this paper is to carry on a bibliometric analysis to investigate how “marketing” decisions have affected “packaging” success in different disciplines. This analysis…
Abstract
Purpose
The basis of this paper is to carry on a bibliometric analysis to investigate how “marketing” decisions have affected “packaging” success in different disciplines. This analysis covers from the first paper published on this topic (in 1956) to the last papers published in 2019.
Design/methodology/approach
A total of 1,170 scientific papers (including 14,177 citations within those papers) were retrieved from the Web of Science (WOS) and Scopus, dated from 1956 to 2019. Scimat software was used to analyse the data.
Findings
The results of this paper show that two main sectors constitute the focus of packaging studies from a marketing approach: food and tobacco. Recently, the main topics of research have evolved towards sustainable and health packaging, concerning different agents involved in packaging decisions: retailers, marketers, consumers and producers. So, both lines of research represent promising lines of research.
Originality/value
Three different investigating profiles (i.e. engineers, marketers-psychologists and doctors-scientists) have examined how packaging should be prepared to succeed. However, a holistic bibliometric analysis about “packaging” and “marketing” is missing from those three branches of knowledge. This study is important to guide future lines of research to fill the identified gaps.
Details
Keywords
Cristina Aragonés-Jericó, Carmen Rodríguez-Santos, Natalia Vila-López and Inés Küster-Boluda
In the context of Brexit, this study aims to analyse whether the worsening of the UK’s image might have triggered: worse feelings towards the tourism workers and a decrease in the…
Abstract
Purpose
In the context of Brexit, this study aims to analyse whether the worsening of the UK’s image might have triggered: worse feelings towards the tourism workers and a decrease in the final intention to travel to the UK. This paper compares responses from high and low-context tourists to identify at which target the reactions are more intense.
Design/methodology/approach
Hypotheses were formulated in a general model based on the theory of reasoned action applied to Country Image in the tourism sector, comparing the model in high (150 responses) versus low-context (406 responses) scenarios. Structural equation modelling methodology was used.
Findings
The intention to travel to the UK worsens when two out of the three dimensions of country image worsen (aesthetical and functional) and also when feelings towards workers in this country worsen. Related to cross-cultural differences, the main effect on feelings towards workers comes from the normative dimension of the UK’s image, together with the aesthetic perception. Moreover, travellers’ intentions are influenced by functional and aesthetic perceptions of the country as well as feelings towards workers. High-context cultures showed a significantly stronger effect of the aesthetic dimension of the country on feelings towards workers.
Originality/value
This paper tries to advance the understanding of how feelings towards employees in the UK can determine future visits to this destination. In addition, some cultural differences may explain why low-context cultures are more affected by the worsening of the UK’s image after Brexit.
Details
Keywords
Erika Sydney-Hilton and Natalia Vila-López
This paper aims to analyze if the relevance of marketing strategies is the same across 11 industries.
Abstract
Purpose
This paper aims to analyze if the relevance of marketing strategies is the same across 11 industries.
Design/methodology/approach
To reach these objectives, secondary information about 500 companies operating in the USA was analyzed. This information was listed on the US Standard & Poor’s 500-company index (SPX Charts, n.d.), and this information was collected for eight different periods (from 2009 to 2016). In addition, to do a cross-industry analysis, data was collected for 11 different industries. Multiple regression analysis and ANOVA test were applied.
Findings
The results lead us to conclude that marketing strategies vary according to industry.
Originality/value
The added value of this paper is that it elaborates on the marketing-accounting interface to bridge the existing gap. A cross-industry comparison is added while previous research has mainly analyzed specific results for a particular sector. This suggests more accurate valuation techniques for marketers, executives and other stakeholders.
Details
Keywords
Natalia Vila-Lopez and Graham White
To have success in newly liberalized markets, firms must have a plan of action before resources are committed. What some companies do not realize is that their own entrepreneurial…
Abstract
Purpose
To have success in newly liberalized markets, firms must have a plan of action before resources are committed. What some companies do not realize is that their own entrepreneurial orientation (EO) will dictate their strategies, and performance outcomes, in both their home market and abroad. In order to maximize firm performance in newly liberalized markets (such as Cuba), firms must be able to objectively gauge their own EO. The paper aims to discuss these issues.
Design/methodology/approach
Within this framework, the present paper will attempt to effectively measure the EO of decision-making managers from US companies that have an interest in entering the Cuban market. A final sample of 81 US managers accepted to collaborate. They were then split into two groups (high and low EO; with 41 and 35 managers in each group, respectively) and compared regarding three variables: entry mode strategy, government affiliation strategy, and performance outcomes.
Findings
The results show that EO is related with performance, but not with the two proposed variables of entry mode and government affiliation.
Originality/value
In sum, the added value of the paper is to link US managers’ strategies and performance in a newly liberalized market which has been seldom studied: Cuba. The fields of entry mode strategies and government affiliation decisions in this newly liberalized market remain poorly investigated. Not all firms managed by highly entrepreneurial-orientated managers will decide to enter foreign markets and, on the contrary, domestic firms which are not interested in international markets can be run by highly entrepreneurial managers. This is due, in part, to the fact that internationalization can be driven by other factors. Therefore, this paper will attempt to demonstrate if certain entry modes will perform better than others when the foreign market is a newly liberalized economy. Additionally, the importance, and effect, of governmental relationships on performance outcomes will be tested within the research.
Details
Keywords
Asuncion Hernandez-Fernandez, Ines Kuster-Boluda and Natalia Vila-Lopez
Rates of diseases caused by poor diet have seen no reduction in recent years. In this scenario, nutritional information labels and health claims could play a decisive role in…
Abstract
Purpose
Rates of diseases caused by poor diet have seen no reduction in recent years. In this scenario, nutritional information labels and health claims could play a decisive role in modifying product attitudes and purchase intention (consequently, eating habits). In this frame, the first objective is to analyze the role of three antecedents on attitudes toward nutritional labels and credibility from health claims. These three starting antecedents are as follows: psychological characteristics of the consumer associated with eating disorders, body image attitudes and affective reactions (pleasure and arousal). Second, this paper aims to analyze if both elements (attitudes toward nutritional labels and credibility from health claims) improve (or not) food product attitudes and then, its purchase intention.
Design/methodology/approach
The sample comprised 300 young people between 18 and 25 years old. They provided their opinion about a healthy product by completing a structured and personal questionnaire after inspecting the packaging. Path analysis with partial least squares (PLS) was carried out to test the hypotheses stated.
Findings
First, psychological characteristics associated with eating disorders (self-concept and self-esteem) have a positive significant influence on body image attitudes. Second, attitudes toward their body image have a great effect on the perception that these consumers have about the information provided by healthy food packaging. Insofar as those whose attitudes toward their body image is “damaged” seek in the nutritional label indications that make them feel calm understanding that the food they are going to buy is not harmful to their health. Moreover, credibility from health claims improves positive attitudes toward the nutritional label. On the contrary, those consumers with higher punctuations in body image assigned lower values to those items concerning nutritional information and health claims in the packaging. Third, if attitudes to nutritional information improve, then product attitudes improve too. Fourth, if product attitudes improve, then purchase intention improves too. So, food product managers should be aware of the need to improve product attitudes by working on the packaging (label and claim) to improve purchase intention.
Originality/value
First, although previous literature has investigated individual psychological characteristics related to food disorders in the health area, the study of these specific individual psychological characteristics (ineffectiveness, perfectionism, interpersonal distrust, interceptive awareness, maturity fears), is under-researched in the marketing discipline. Second, to date, different authors have investigated how important the use of credibility from health claims in packaging can be in terms of increasing product attitudes and purchase intention, as well as the development of positive attitudes toward nutritional information on the label. However, the joint study of both information sources in the packaging (credibility from health claims and attitudes toward nutritional labels) remains under-investigated.
Details
Keywords
Cristina Aragonés-Jericó, Carmen Rodriguez Santos, Ines Kuster-Boluda and Natalia Vila-Lopez
This paper aims to analyze brand loyalty and electronic word-of-mouth (eWOM) antecedents in restaurants: (1) utilitarian and hedonic benefits, (2) brand satisfaction and (3) brand…
Abstract
Purpose
This paper aims to analyze brand loyalty and electronic word-of-mouth (eWOM) antecedents in restaurants: (1) utilitarian and hedonic benefits, (2) brand satisfaction and (3) brand love. It also provides valuable knowledge through the comparison between positive and negative restaurant experiences.
Design/methodology/approach
A survey was carried out of restaurant satisfied and dissatisfied consumers. Structural equation modeling (SEM) and multi-group analysis (MGA) were performed to examine the cause-and-effect relationship in both groups.
Findings
The results show the relevance of benefits, brand satisfaction and brand love as causes for brand loyalty and e-WOM. Also, these relationships are significantly stronger for dissatisfied consumers than for satisfied ones.
Originality/value
The outcome of the research provides new insights to develop a conceptual stimulus-organism-response (S-O-R) model of consumers’ restaurant behavior by drawing comparisons across satisfied and dissatisfied ones.
Details
Keywords
Natalia Vila-López, Inés Küster-Boluda, Cristina Aragonés-Jericó and Francisco Sarabia-Sánchez
This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research…
Abstract
Purpose
This paper aims to identify different combinations of causal conditions (celebrity attributes) that explain our outcome: destination image. More specifically, three main research questions guide our work: (1) Which attributes should an outstanding sportsperson have to enhance the image of his/her country as a destination image? (2) Are these the same for different product categories? (3) Do tourists and residents differ?
Design/methodology/approach
To this end, the fuzzy-set Qualitative Comparative Analysis (fsQCA) was used with a sample of 187 participants (105 tourists and 82 residents).
Findings
Results show that some attributes of a sports celebrity are more critical than others in enhancing destination image. Those attributes of sports celebrities appearing in the intermediate and parsimonious analysis should be prioritized. This is the case of trustworthiness. Second, experience is a peripheral requirement (only appeared in the intermediate analysis). Third, attractiveness is unnecessary and an even and undesired attribute in many solutions. Fourth, when comparing tourists and residents, both groups value the role of football players, while residents also appreciate the role of marathon runners. Tennis players are the less relevant sports celebrities to build Spain’s destination image.
Originality/value
First, a new statistical analysis in the marketing discipline, QCA, has been used. The use of qualitative approaches to investigate destination images has been scarce. Second, the study of the role of sports celebrity endorsement on brand–place attachment has yet to be investigated. Third, studies about the role of residents in the image of a tourism destination/city are scarce. Tourists and residents must be investigated because they can benefit from sports celebrities' activities.
Details
Keywords
Sharon Xin Ying Ong and Natalia Vila-Lopez
Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth…
Abstract
Purpose
Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and to analyze if these weights are the same (or not) for drugstore and luxury make-up brands regarding.
Design/methodology/approach
To carry on this paper, brand haters in the make-up industry were contacted with the help of cosmetic influencers. Participants of the online questionnaire (N = 162) were existing young makeup consumers. They were divided into drugstore and luxury makeup brand haters by classifying their identified hated brands into either group.
Findings
The authors’ results showed, first, that experiential, identity, moral, deficit-value and advertising avoidance all had a positive effect on brand hate, being identity avoidance the strongest one. Second, drugstore and luxury makeup brand haters do not differ, as far as no differences were identified in the strength of each avoidance type on brand hate.
Originality/value
There is a gap in the literature related to the absence of work investigating brand hate in the make-up industry; moreover, studies measure whether brand hate drivers are the same (or not) for luxury brands and drugstore brands that compete in the same arena. In this framework, this research will provide a specific industry context involving young consumer opinions. Research into consumer–brand relationships has been largely focused on the positive forms, while the negative forms are still a relatively newer area of academic interest. Even more, brand hate has been investigated from a multidimensional approach linking proposals from different authors has been tested.